WarnerMedia, which two years ago created the OpenAP audience targeting platform alongside Viacom and Fox, said today it is pulling out of the consortium.

“As our company has transformed, our advanced advertising strategy has evolved,” said a WarnerMedia ad sales spokesperson. “As a result, we are withdrawing from OpenAP. We appreciate what OpenAP has supported to this point in widening the adoption of audience-based buying on television.”

The other companies involved, including NBCUniversal which signed on a year later, said in a joint statement they remain fully committed to OpenAP:

“OpenAP is a strong and collaborative effort among leading television publishers dedicated to further increasing the effectiveness, transparency and security of the video advertising business for both viewers and brands.